Towards continuous experiences

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CONVERGED MOBILE
EXPERIENCES
Thoughts on the future of Mobile Information
Architecture and Interaction Design

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Brought

Rod Farmer Oliver Weidlich
Director, Research & Strategy Director, Design & Innovation
@rodfarmer @oliverw

Our discussion today

•Update on Mobile IA
•The convergence myth
•The importance of continuity
•Continuous mobile experiences

Mobile IA Update:
What’s new in the
world of mobile IA

83% of respondents used their mobile
phone for a purpose other than voice
and SMS (texting), compared to 77%
last year.

Aust. Mobile Phone Lifestyle Index 2010
www.aimia.com.au/ampli

Aust. Mobile Phone Lifestyle Index 2010
www.aimia.com.au/ampli

Surfacing Content
Fresh content at the top level for quick reference

Surfacing Content
Provide insight into what information is changing

App Switching
Simpler Approach for easier access to a broader market?

App Switching
Little windows of content to switch between

App Switching
Cards of content to switch between, showcases relevant content

Engagement vs Clarity
What compromises to the clarity of the IA are worth the engagement

New Approaches to Mobile IA
What compromises to the clarity of the IA are worth the engagement

Mobile Complexity
Bigger screen = more rope to hang yourself

Towards continuous experiences

Skip the 1st level IA?
Gestures can accelerate us through UI

Search as a Faster Method
Use the mobile capabilities to acquire content cues for search

Physical Ways to Change IA
The portable nature of mobile allows other methods of interaction

Information Visualisation
Can we make IA easier through richer UIs

Technology view

Behaviourist view

Social interaction view

What is Convergence?
Well, there are different perspectives

Examples -
Some pitfalls

•Technology :: Digital TV/Mobile TV/IPTV
•Behaviourist :: Optus Web and Mobile
•Social :: Twitter

So I can’t help feeling we’re getting this...
The desire for a one-stop design rendered “appropriately” for other devices....

What happened to empathy in design?
Most convergence conversations forget about real people, behaviour, needs and context

Forget convergence:
Design for situations, not features
Not everything fits in the same box. Frame and understand the design problem

Mobile interaction is situational
Interaction between people, place and platforms lies at the very heart of mobile

Create meaningful connections
A sense of belonging, respect, loyalty and place over time and context

Seek value in interaction
Value is created at the point where the service is both consumed and produced

Too often we forget about context
Our environment shapes our perception, needs and behaviours

Mobile interaction mostly opportunistic
Handful of minutes, handful of sites, not planned, just-in-time

It’s about the relationships between things.
We seek greater meaning in connected, not
converged experiences

Convergence: Flawed concept or interpretation?
A bit of both

Socio Technical

Service-Oriented

Activity-Centred

UCD

IA: From cognitive to social construct

Properties of
social systems
Non-linear and non-deterministic
Information flow and interaction cannot be modelled either linearly or discretely. The inputs to the
system do not necessarily equate to the outputs of the system, and at no time can be certain of all
systems states.

Q0 QF linear

prob(...)

prob(X)

Q0
prob(...)
prob(...)
QF non-linear
prob(Y)
prob(...)

Properties of
social systems
Incomplete and inaccessible knowledge
Actors in the system do not possess complete or accessible knowledge of the entire system. Actors
have limited perception of their environment, and hence always model their knowledge based on
directly observed and assumed (sometimes culturally) behaviour.

Properties of
social systems
Non-reductionist
It is impossible to reduce a complex system to it’s constituent parts. New systems qualities
(information, structures/rules, behaviours) are created as a result of interaction between layers in the
systems. These qualities are irreducible to specific systems layer qualities. This implies
emergence ....

Layer A :: properties {a1, a2, ..., an}
e e
e e
e e

Layer B :: properties {b1, b2, ..., bn} Strong emergence
e e
e e
e e
Layer C :: properties {c1, c2, ..., cn}

weak emergence

A Change:
The importance of
continuity

We fashion our world based on Continuity

Forget “It’s OK to fail” ... we are always wrong
Fallibilism in Information Architecture

Making sense of noise
Biological arguments

Looking at the bigger
picture

•Focus on continuity: Flow, Touch points, Journeys
•Need to describe the relationships between channels,
devices and user stories
•Need to model the intra AND inter-action experiences
•Create different channel ‘lens’ to content structure and
hierarchy

Date: 3/22/10
Starbucks Experience Map Eric - Repeat Customer

Enriched Experience
Purpose: To work/drink coffee

Tasty drink Free Wi-Fi Good drink
Flavorable
Appropriate temperature
Aroma

Polite
People watching
Crowd conversation noise
Ambience Quick, convenient Sofa chair is comfortable Good byes
baseline
Greeting
Fake

Audible Sensations Closing time
Worrying
Loud Factory line Impersonal
Poached Experience
Second guessing Blasting air conditioning
Loud music
Distracting
Unwilling to try something new, risk Annoyed about closing time
Repeating, not my taste
Cold, drafty Feeling rushed Annoyed about where I sat
Slightly crowded
Back hurts
Not large work spaces Not large work spaces
Feedback
Furniture not ideal for computer work
Confusing
Lack of personal space Lack of seating
Inconsistent
Unstructured Lack of outlets
Uncomfortable wooden chairs

Anticipate Enter Engage Exit Reflect

Touchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car
1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to
with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and
local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I
grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have
1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer
1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I
ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that
Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get
work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be
sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong
aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state
4.c I feel
1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue
forced to
ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working.
make a quick
places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much
beverage se-
case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof-
lection. I play it
just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very
2.d The light- safe by having
are still in the eas that have fee table. tery use on my college town. good, but I
ing is pleasant, what I always 5.c Now I
same area. outlets. This is 7.d The computer is a was disap-
not overly get. move to the 8.c The table
Becomes discouraging. continued concern now. 9.c I stand pointed in the
bright and not left of where is too low to
crowded. 4.d The baris- sips remain I will begin up and walk environment.
too dim. i paid. Once work from
ta confirms 6.d Most satisfying. looking for around until I Distracting
again I feel there, so I
3.d The order- my selection places are another table find a hidden music, small
2.e The music crowded and place my

A few examples
ing process and asks my occupied. No to work at. trash can to workspace,
seems ethnic, out of place. laptop in my
seems too name to write outlets are throw my cup lack of power
extended People are lap. My drink
slow. Inconsis- on the cup. available. 8.i The air into. outlets.
vocals, soft in walking by me. remains on
tent structure conditioning
style, volume There isn’t a the table, my
of service. 4.e He writes 6.e The work- seems inten-
too load and designated bag on the
down my spaces seem tion. It’s cold
but my taste. waiting ,sitting floor.
name and small and outside and
area.

Story-driven customer journey maps
some code impractical. cold inside. I
2.f The room Most are just 8.d I’m feel- slip my jacket
on the cup 5.d As I stand,
climate seems have a small ing crowded. on.
and hands it the drinker
intentionally round wooden I have no
off to another maker shouts
cold. table with room to use 8.j I continually
barista who finished orders
will make it two wooden my wire- finding myself
and places less mouse. I
when he is chairs. people watch-
them on a now use the
finished with ing while I
drink stand. surface of the
other orders. 6.f I find an work. There
He screams arm chair as
empty reclined are interesting
Grande Chai. my mouse
cushioned people here,
armchair. pad. Not very so I’m not too
5.e Confu-
Next to it is a effective. bothered. I
sion. Is this my
drink? Why small wooden never like feel-
table shared 8.e The crowd ing alone. any

A few examples
Task-based emotion mapping

A few examples
Process-driven customer journeys

A few examples
Service/system blueprinting

We tend to overlook
the environment
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No discussion of
ecosystem or channels

Relationship to mobile?
Simply focusing on product IA and mobile UI can’t be what it’s about anymore

Types of:
Continuous mobile
experiences

Unified Continuous Experiences
Evernote

Multi-targeted Continuous Experiences
Instapaper

WEB APP

PC

SMS MW

Distributed Continuous Experiences

High-level approach:
Create a communicable vision

• Business requirements workshop
• Cross-channel concept workshop (journeys, touchpoints)
• User Research+Market/Materials Analysis
• Experience Theming
• User Story Mapping
• Storyboarding
• Content audit and classification. Map against channel themes and journeys
• Concept sketches for primary channels - walkthrough across interfaces

“Stay connected, safe and in-control
with <service name was here>”
Trusted. Transparent. Just-in-time. Reliable. Open. Integrated

Experience Theme and Attributes

Visioning

Campaigns for off-deck products
Content creation Data revenue Editorialise mobile web
Flickr Promote high data usage apps, e.g. Yahoo
Contacts
Mass personalisation
Messaging
Traffic view
Voice messaging Innovation
Promote high-daily usage products
Web 2.0
Interactive and responsive Portal Self-care
"Not a mobile design"
Social networking Updates
Personalisation Portal like
m.netvibes.com Fast
Repeat usage
Takes me to my preferred tab/place
Friendlier than Telstra
Reliability
Click to cal Easier to get in contact Consistent footers
Mobile Help Ease of navigation Consistent home navigation
More support Brand perception
FAQ Consistent designs

CRM microblog
Transparency Australian Idol
Tether? Handset tutorials
Tennis
Event-based products
World Cup
Visuals
Mobile TV
UX Quality of design
Packs/Bundles
Service integration
Increase perception of value
Create a leading Portal? Great experience
Rotation Retail/Point of Sale
Fresh Access basic content super easy
Just-in-time Penetration Easy to use
Straight to most important content
Tone of voice
Device customisation
Onboarding/Welcome messaging approach
Content teasers
Help accessible on Portal, not website
Music download, has tones/ringtone download
Cross-promotion Email
Content bundles
Sharing, Recommending, Endorsing Favourites
Apps
Vote
Sales/Special deals
Event-based Usage based
Personalise (preferences)
Time-based
Most relevant content, not everything Just essentials
Token-based Content revenue
Location recognition
Points
Loyalty rewards
Credit-backs "It knows me"

Contracted packs Relevance Most important features up front

Subscriptions Device aware

Asset icons Pre/Post paid aware
Global Roaming/Non-Roaming
Clear pricing
Product based Adaption
Profiling
Marcomms

User Story
Mapping

User Story Map // Key User and Design Goals
Experience Theme: Must have
1
Take your (personal) TV with you on the go and never miss your favourite shows.
Channel // PC 2 Should have
Time to plan and manage. An enhanced and personalised viewing experience.
Before // After // Future // Discovery of new and related TV content. An integrated experience (social networking,
Jason is out with his mates at the pub on a Thursday night. He remembers Jason is out with his mates at the pub on a Thursday night. He remembers TBD related news, etc.). Recommendations and rating. Nice to have
3
that his favourite show is on TV and that he’s going to miss it. He gets home later that his favourite show is on TV and that he’s going to miss it. He pulls out his
that evening and asks his partner about the episode and what happened. mobile phone and accesses his Optus TV & Video app. He goes to his favourites
He waits another 2 days to be able to watch it on catch-up TV, but then forgets and selects record. He sets a reminder so that he receives an update when the Channel // Mobile
Usage based recommendations. Recording. Viewing schedules and receiving 4 Some day
as he’s too busy. show can be watched at home or on his mobile. He sends an SMS to his partner
and tells her they can watch it together on the PC when he gets home. notifications. Freeing me up for other things. Watch back. Basic management (delete).
Subscription upgrade/downgrade. Authentication.
Assumed linear sequence of goals

Activity/Goal: Find what’s on TV Authenticate valid metro user Sign-up/upgrade/cancel for Schedule a recording Play shows that I am recording or have Manage my recordings Set flags for TV shows Recommend TV shows Share with my friends Set and receive notifications
the service recorded
Scenario/Context: Web: Sitting a PC with time to Web: Sitting a PC with access to
browse large amounts of TV Optus account information
information and promotions iPhone: Unlikely to have access to
iPhone: Out and about - need records. Out and about
Users: to get to most time critical
Web and iPhone Web and iPhone Web and iPhone
information asap
Influencers: Quickly see what’s on now. 1- Service address?Authenticate 1-click simplicity. Sufficient
click record. What’s available to once. Know Optus credentials. capacity. Value for money.
me. Browse by different time Service/Account billing? Ability to experience service
increments. Search for specific Promotion of relevant content. before paying (30 day).
shows. What’s recommended/ Fresh. Simple. Easy to locate on
popular. Show descriptions. Optus
Pain points: No show descriptions. (iPhone) Don’t know Optus credentials. Simplicity. How do we define Sufficient recording time?
large amounts of TV info Billing information. Address a service/account? Billing Max channels to record?
(channels/shows). Not VOD. matching. accounts? Costs. Storage. Time management. Unable
Schedules may change. Expiry. Subscription period. to record from past. Record
Regions and timezones. Overage (paid). Zero rating. repeats?
Service guarantee
(remittance). T&Cs. Ease of
upgrade/downgrade. Clarity
on rolling subscription (part
User Stories Find a specific show I want to authenticate with geo- thereof?). purchase some
I want to Optus customers I want to record a single I want to start playing a show that I I want to delete specific shows I have I want to set a reminder alert for a I want to see shows that are similar to I want to tell my friends that the TV I want to receive reminders when my
location (determine in Sydney) only
storage show have just started recording recorded show the ones I have recorded or favourited show is about to start show is about to start

What’s on Now/Next I want to remember my I want to see plan details I want to record a I want to play a show that has finished I want to delete all shows I have I want to set a reminder alert for a I want to see shows that others are I want to tell my friends about this app I want to receive reminders when my
authentication and credentials recurring show (series - recording recorded series (recurring eps) recording show is about to expire
mini-series, etc.)

What’s on at a specific time I want to authenticate only once I want to try the service I want to edit a scheduled I want to flag how much I have I want to prioritise which shows get I want to remove reminders (single and I want to receive editorial I want to recommend this show to my I want to receive alerts when I’m about
before I buy recording watched so that I can continue recorded recurring) recommendations friends to run out of storage
watching the rest on a different device/
What’s on at a specific block I want to confirm my home I want to upgrade to larger I want to remove/delete a time to be able to specify if and when
I want I want to see the show description I want to set a show/series as a I want to indicate whether I like a show I want to send a link to my friends so I want to receive reminders when a
of time address (account vs actual plan when needed (e..g run scheduled recording a show is removed after I have favourite - so that others receive the they can download this app favourite is about to begin
information) out of storage) watched it recommendation
What’s on specific day I want to be able to (forcibly) re- I want to be told which plan I want to record a specific I want to specify the streaming quality I want to see which shows I have I want to remove shows/series from I want to hear about important/new I want to send a reminder email to my I want to receive alerts when I’m out of
authenticate so I can update my is best based on my usage time period of the video already watched my favourites shows (editorial) friends storage
location

What’s on a specific channel I want to downgrade when I I want to record a show at I want to pause, stop, rewind, I want to be able to sort/browse my I want the ability to autorecord things I want to rate a TV show I want to comment on a show or series
need to different levels of quality fastforward a show saved shows (date, show, watched, in my favourites
(short vs long-play // duration, ..)
storage)
Discover things I’d like (usage I want to cancel when I I want to autorecord I want to watch a video in full screen I want to rate/comment on my I want to share my favourites with my I want to see real-time feed of I want to receive alerts when an
based recommendations) need to shows that are in my recording friends comments about a show autorecord has begun
Favourites

Find out about a show I want to keep my stored I want to record without I want to adjust the volume I want to see when my recording I want to post details about shows (in I want to integrate my comments with I want to receive alerts when my
content when I upgrade ads expires my favourites) to Facebook etc. Facebook and Twitter (social recording fails (and why)
networks...)

Genre based TV Guide I want to be told when I I want to set priorities for I want to see captioning for the show I want to schedule a deletion I want to receive alerts for all critical
(discover by type of show) need to purchase a plan what shows can be product outages
overwritten or must be
kept

Mobile Experience
Rod Farmer Oliver Weidlich
Director, Research and Strategy Director, Design and Innovation
E: rodf@mobileexperience.com.au E: oliverw@mobileexperience.com.au
T: @rodfarmer T: @oliverw

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